Journal of Marketing and Market Studies 11/2024

The main purpose of this research is identification and analysis of factors influencing consumer decisions regarding the purchase of electric vehicles and their perception of specific features of these vehicles. Empirical data was collected through direct research using quantitative methods, targeting 130 adult Poles. Studies were conducted in November 2023, encompassing the entire territory of Poland. The results indicated that most respondents either do not currently use or have no intention of using electric cars in the future. It was also demonstrated that most respondents do not use or do not intend to use electric cars in the future, and the main reason for this is the price of these vehicles, limited range, lack of appropriate infrastructure in the country and the need to charge them frequently and for a long time. Notably, respondents commonly identified the modernity and driving comfort of electric cars as their main advantages. The results of the research clearly indicate the need to develop a marketing strategy and undertake a variety of activities to raise Poles' awareness of electric cars and the advantages of using them. 

The evolution of the brand from a symbol denoting the origin of a product to a cultural phenomenon shows that it is a highly complex and variable category. One way to build brand recognition and customer loyalty is by creating communities around them. These communities are not limited by geography. Increasingly, what binds them together is not just the product or service of a brand, but also the beliefs, passions, convictions, and values held by consumers belonging to the community and consistent with the brand's values. An interesting way to build a brand community is through the activities of global sports brands. The gathering of enthusiasts of a particular sport under groups organized around a specific brand is becoming increasingly popular. In the world of sports, establishing parallel and utilitarian values for consumers that can build a community around the brand is not only fascinating but also allows for the real creation of communal brand characteristics, such as collective consumer awareness, shared traditions, or a sense of moral responsibility. Building a kind of collective consciousness among the members of a community allows them to distinguish themselves from others who are not part of the brand community. One of the key elements of a community is the emotional loyalty of its members to the brand. This article presents the way of building and conducting activities related to the creation of a brand community for adidas, exemplified by the international adidas Runners project.

The aim of the study was to assess the economic and financial condition of enterprises producing plants using in vitro methods. Although the production of plants using in vitro methods is a promising and promising industry worldwide, it requires large financial outlays. This is a highly capital-intensive production. Poland has been a major producers of plants using these methods, but due to the rising costs of labor and other production factors, research on the profitability of enterprises in this industry and determining their development opportunities for the future is important. The analysis carried out did not reveal any clear indications of a threat to the activities of the surveyed enterprises, but it is necessary to monitor their financial condition in subsequent periods.

Consumer expectations regarding the creation of the world depicted in advertising are constantly evolving. In response to these needs, relatively new trends in marketing communication, such as femvertising and menvertising, which oppose gender stereotypes, are emerging. The main goal of this paper is to explore how Polish consumers aged 23–34 perceive the unconventional portrayal of parenthood depicted in femvertisements and menvertisements. The study was conducted in the form of three focused group interviews in March and April 2023. Participants were individuals who have children or intend to have them in the future – eight women and seven men. The study provided insights into participants' opinions on the portrayal of motherhood and fatherhood in femvertising and menvertising, as well as allowed identifying categories influencing attitudes towards such advertisements. Furthermore, it revealed a range of emotions evoked by them.

The aim of this article is to identify entrepreneurs' attitudes toward innovation, taking into account the regional context. The research for this study was conducted using a qualitative method, specifically individual in-depth interviews (IDI). The research process utilized an interview guide. The results obtained indicate a diversity of attitudes toward innovation and enable the identification of barriers and motivators in the process of their implementation. They also confirm the importance of regional conditions in the processes of innovation creation and commercialization. Based on the research findings, recommendations were formulated to support innovation in the region. In the reasoning process, it was assumed that innovation is the ability of entities (especially enterprises) to participate in the innovation creation process, either as creators of innovation – innovators – or as entities capable of absorbing innovation – beneficiaries.